Although granularity is important for any PPC campaign, it becomes even more important for eCommerce retailers. As a result, you’ll want to ensure that your mCommerce campaigns and ad groups follow in the like. But keep in mind, these mobile campaigns should be segmented from your other devices. This is because mobile-specific campaigns have seen a 12% increase in average CTR and a 29% increase in clicks over hybrid campaigns. Start by taking a look at the product categories and design your campaign structure accordingly. This way, your product-specific ad groups will fall into place nicely based on your campaign segmentation and you will then be able to send users to the most specific landing page possible. You might also consider creating additional campaigns based on seasonal products or your most popular items to ensure they have sufficient budget.

When you consider that mobile users are often on the move, it is important to ensure that your keywords are concise and focused starting out. Essentially, this improves the overall searchability of your brand and products while you gain a foothold in the mobile advertising space. However, roughly 40% of mobile search queries are 4 words or more, so it is vital to expand your keyword list as your mCommerce campaigns mature. Reviewing search query data can be a great way to expand your keyword lists if you aren’t sure where to start

Ad extensions are a great way of presenting a call-to-action in your ad. If you aren’t using ad extensions, you’re missing out! There are various extensions available specifically for mobile ads, such as location and click-to-call. Location extensions are a must when you consider the fact that roughly 61% of smartphone users make local searches from a device looking for shopping venues, restaurants, etc. There are also click-to-call features that enable users to easily contact your store, which can also benefit mCommerce campaigns.

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